Google Chrome will begin blocking annoying online ads

Google, the acknowledged king of online advertising, is getting into the ad-blocking business.
Starting Thursday, users of the Google Chrome internet browser will notice that their browsing experience will be free of some of the internet’s peskiest ads.
Chrome’s in-house ad-blocker will banish ads that don’t meet a certain set of criteria set by the industry group Coalition for Better Ads, whose mission it is to create a better advertising experience for Web users.
The criteria highlight 12 types of online ads that are most bothersome to users, including “auto-playing video ads with sound,” “big sticky ads” as well as mobile ads that take up more than 30 % of the screen.
When you visit a site that features one of these kinds of ads, you will receive a notification telling you that they have been blocked, as well as an option to continue to permit the advertisements.
Google will regularly inspect sites and evaluate their ads, grading them as “passing, warning or failing.”
Google engineering manager Chris Bentzel noted that Google’s move has seen swift results.
“As of February 12, 42% of sites which were failing the Better Ads Standards have resolved their problems and are now passing,” he wrote. “This is the outcomes we are were hoping for — that sites would take steps to fix intrusive ads experiences themselves and benefit all web users.”